What was up with that BlackBerry Super Bowl commercial?

If you watched the Super Bowl you probably saw the strange BlackBerry commercial. Although I didn't know what to expect, what I saw was a bit strange. It turns out BlackBerry did that by design. CNET talked to BlackBerry Chief Marketing Officer Frank Boulben who said the commercial was purposely done that way.

We wanted to do something that breaks the conventions of the category," he said. "If you do a traditional commercial at the Super Bowl, it will fall flat."

So you show a guy with a BlackBerry that catches fire, grows elephant legs, explodes into colorful smoke, and turns a truck into a bunch of ducks? What do you think? Was the commercial effective, or just strange?